Fullscreen sets SVOD launch with eye on Millennials… and Netflix

AT&T’s Fullscreen (which is owned by AT&T/Chernin Group JV Otter Media) is taking a leap into the streaming video on demand space, with eyes on a Millennial audience that “grew up with online video and social media.” Fullscreen will be available internationally for $5 a month starting April 26.

First hurdle? The triple threat of Netflix, Amazon Prime and Hulu (not to mention HBO Now, et al.), that already have ingratiated themselves with that very same Millennial audience.

The service is set to launch with just 800 hours of content, a mix of feature films, scripted and unscripted acquisitions, as well as a slate of original programs.

Fullscreen will be available via the Internet, (www.fullscreen.com), on iOS devices, some Android-based smartphones and on Google’s Cast (nee Chromecast), with more devices planned in the future.

A major advantage it will enjoy from the get-go will be its distribution channel – AT&T will offer the service to all of its mobile subscribers, which number more than 100 million. AT&T and Fullscreen will also work together to produce content for distribution across AT&T’s U-verse, DirecTV and Fullscreen.

A nice bump – potentially – to get it rolling.

Content – especially original content – has been the honey that’s attracted audiences to pretty much every SVOD service that’s gained significant traction with consumers.

Fullscreen believes its line up of originals – which includes Electra Woman & Dyna Girl, starring Grace Helbig and Hannah Hart, a reboot of Sid and Marty Krofft’s 1970s comedy, Filthy Preppy Teen$, from the creator of Fresh off the Boat,  and Shane & Friends,” a talk show with Shane Dawson of YouTube fame and other scripted and unscripted fare. Feature films will include Cruel Intentions, Can’t Hardly Wait, and “influencer films” like Summer Forever (from Maker Studios and Relativity Digital).

Fullscreen is planned to appeal to an audience that’s chosen mobile as their screen of the moment.

“The phone is their primary screen and they look up to an entirely new breed of creators and stars,” Fullscreen founder and CEO George Strompolos said. “We’ve created something special for them that feels more in tune with the way they want to experience great entertainment.”

For AT&T, the new SVOD play “is an important part of our entertainment strategy for this demographic and a great fit with our mobile, video and broadband services.”

“We’re pleased to be working with a proven leader in creating content for Millennials that’s relevant, social and designed for viewing on mobile and other connected devices,” John Stankey, CEO of AT&T Entertainment Group.

Hopefully, the content will be on par with that from its three biggest competitors, which really haven’t had a very tough time picking up that Millennial vibe.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn